17-1 Chapter Questions What is the role of marketing communications? How do marketing communications...
27
17-1 Chapter Questions • What is the role of marketing communications? • How do marketing communications work? • What are the major steps in developing effective communications? • What is an integrated marketing communications program?
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Transcript of 17-1 Chapter Questions What is the role of marketing communications? How do marketing communications...
17-1
Chapter Questions
• What is the role of marketing
communications?
• How do marketing communications work?
• What are the major steps in developing
effective communications?
• What is an integrated marketing
communications program?
17-2
Setting the Communications Mix
• Type of product market
• Consumer readiness to
make a purchase
• Stage in product life
cycle
• Market rank
17-3
Effectiveness by Buyer Readiness
17-4
Communications Objectives
Category Need
Brand Awareness
Brand Attitude
Consideration Set
Purchase Intention
17-5
Consumer States for Two Brands
17-6
Establish the Budget
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
17-7
Stimulating Personal Influence Channels
• Identify influential individuals and devote extra attention to them
• Create opinion leaders
• Use community influentials in advertising
• Develop ads with high “conversation value”
• Develop WOM referral channels
• Establish an electronic forum
• Use viral marketing
17-8
Nonpersonal Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations
17-9
INVOLVEMENT
Decoding is ACTIVE
– That is, it requires EFFORT
– When will people to spend effort?
• 1. When they CARE about what you’re saying
–personal relevance
This is the concept of INVOLVEMENT
The personal relevance of the product
interest, price
17-10
17-11
17-12
Elaboration Likelihood Model• Petty & Caccioppo
– Two questions:• Motivation to process?• Ability to process?
– When YES to both: HIGH elaboration• Central cues
–product
– When NO: LOW elaboration• Peripheral cues -
–source or ad
17-13
17-14
17-15
Alternative Response Hierarchies
High Low
Hig
hLo
w
Pro
du
ct
diff
ere
nti
ati
on
Learning Model Low Involvement Model
Dissonance/Attribution Model
LearnFeelDo
DoFeel
Learn
Learn
Do
Feel
Involvement with Topic
17-16
Foote, Cone & Belding Grid
1InformativeThe Thinker
3Habit
FormationThe Doer
Thinking Feeling
Low
In
volv
em
en
t2
AffectiveThe Feeler
4Self-
SatisfactionThe Reactor
Hig
h
Involv
em
en
t
17-17
Foote, Cone & Belding Grid
1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)
Possible implicationsTest: Recall diagnosticsMedia: Long copy format
Reflective vehiclesCreative: Specific information
Demonstration
Thinking
Hig
h
Involv
em
en
t
17-18
17-19
17-20
Foote, Cone & Belding Grid
2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)
Possible implicationsTest: Attitude change
Emotional arousalMedia: Large space
Image specialsCreative: Executional
Impact
Feeling
Hig
h
Involv
em
en
t
17-21
17-22
17-23
Foote, Cone & Belding Grid
3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)
Possible implicationsTest: SalesMedia: Small space ads
10-second ID’sRadio; Point of Sale
Creative: Reminder
Thinking
Low
In
volv
em
en
t
17-24
1.1. SalsaSalsa
2.2. Stamp Stamp
collectingcollecting
Ads
17-25
Foote, Cone & Belding Grid
4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)
Possible implicationsTest: SalesMedia: Billboards
NewspapersPoint of Sale
Creative: Attention
Feeling
Low
In
volv
em
en
t
17-26
17-27
